Devizes Retail Revival Devizes Retail Revival StrategyStrategy

David KilburnDavid Kilburn

Head of Business DevelopmentHead of Business Development

School of Services ManagementSchool of Services Management

Bournemouth UniversityBournemouth University

Client brief Client brief

To examine previous reports to see if Devizes still To examine previous reports to see if Devizes still needs to attract national multiplesneeds to attract national multiples

Gap analysis – perceptions of the retail offerGap analysis – perceptions of the retail offer To prepare a retail marketing strategy To prepare a retail marketing strategy To explore the training needs of retailers and the To explore the training needs of retailers and the

issue of issue of sustainabilitysustainability To determine which major retailers should locate to To determine which major retailers should locate to the Townthe Town To assess the impact of the retail revival strategy on To assess the impact of the retail revival strategy on

the Town’sthe Town’s car parking provisioncar parking provision

Picture 1: The Picture 1: The Ginnel, DevizesGinnel, Devizes

Picture 2: Picture 2: The The Shambles, Shambles, DevizesDevizes

Picture 3: Picture 3: Traditional Traditional style style retailer, retailer, DevizesDevizes

Picture 4: The Brittox, Devizes

Pictures 5 and 6Pictures 5 and 6Hughenden Yard, MarlboroughHughenden Yard, Marlborough

Picture 8: Covered shopping centre, Chippenham

Secondary ResearchSecondary Research Secondary research was carried out Secondary research was carried out

from a variety of sources and the from a variety of sources and the following aspects were reviewed following aspects were reviewed

DemographicsDemographics Drive times from surrounding Drive times from surrounding

towns/cities to Devizestowns/cities to Devizes Review of previous reports, such as Review of previous reports, such as

Donaldsons, Healey & Baker, and Donaldsons, Healey & Baker, and Chartwell Land.Chartwell Land.

Primary researchPrimary research 31 interviews with national and independent 31 interviews with national and independent

retailersretailers Interviews with Town Centre Managers in Interviews with Town Centre Managers in

Chippenham, Trowbridge, Salisbury, CirencesterChippenham, Trowbridge, Salisbury, Cirencester 300 consumer questionnaires conducted in 300 consumer questionnaires conducted in

Devizes and Chippenham by BARM FinalistsDevizes and Chippenham by BARM Finalists Retail audits of Devizes, Marlborough, Retail audits of Devizes, Marlborough,

Chippenham, Trowbridge, Salisbury, Cirencester Chippenham, Trowbridge, Salisbury, Cirencester and Shaftesburyand Shaftesbury

20 Mystery Shops carried out by BARM Finalists20 Mystery Shops carried out by BARM Finalists Independent car park audit (BARM Finalists)Independent car park audit (BARM Finalists) 2 Focus groups 2 Focus groups

Summary of research Summary of research findingsfindings

There is no overt car parking problem in DevizesThere is no overt car parking problem in Devizes The Market Square needs to be improved furtherThe Market Square needs to be improved further The retail offer in Devizes has several discernible The retail offer in Devizes has several discernible

gapsgaps Devizes needs an effective Town Centre Manager Devizes needs an effective Town Centre Manager

(TCM)(TCM) There is considerable support for a TCM, including There is considerable support for a TCM, including

offers of financial assistance from both National and offers of financial assistance from both National and Independent retailersIndependent retailers

When shops become vacant in Devizes, there needs When shops become vacant in Devizes, there needs to be a system whereby any retailer whose profile to be a system whereby any retailer whose profile fits the gaps in the retail offer are given priorityfits the gaps in the retail offer are given priority

Some independent retailers in Devizes need to be Some independent retailers in Devizes need to be trained in marketing and financetrained in marketing and finance

Some national retailers are under-performing in Some national retailers are under-performing in terms of fascias, customer service and level of terms of fascias, customer service and level of investment investment

There is some evidence of poor catering facilities There is some evidence of poor catering facilities and a lack of suitable accommodation for tourists, and a lack of suitable accommodation for tourists, venues for weddings, functions, etcvenues for weddings, functions, etc

Action plansAction plans

Action Plan A - Physical Action Plan A - Physical Regeneration / DevelopmentRegeneration / Development

Shopping centre developmentShopping centre development Relocation of a major supermarket to Relocation of a major supermarket to

Station RoadStation Road Further enhancement of the Wharf Further enhancement of the Wharf

areaarea Introduction of a café culture in the Introduction of a café culture in the

Market Square, etcMarket Square, etc

Picture 9: Chippenham

Action Plan B - Marketing, Action Plan B - Marketing, Promotion and Local Promotion and Local ManagementManagement

Appointment of a Town Centre Appointment of a Town Centre ManagerManager

Professional training for retailersProfessional training for retailers Introduction of signageIntroduction of signage Use of Market Square for eventsUse of Market Square for events

Appoint an effective Town Centre Manager with Appoint an effective Town Centre Manager with immediate effect.immediate effect.

Secure a range of funding from national and Secure a range of funding from national and independent retailers to help fund the above post.independent retailers to help fund the above post.

Implement the Northgate Shopping Centre Implement the Northgate Shopping Centre development, followed by the West Central scheme development, followed by the West Central scheme (comparative research has shown that Devizes could (comparative research has shown that Devizes could benefit from additional retail floor space).benefit from additional retail floor space).

Ensure the right mix of retail tenants come to Ensure the right mix of retail tenants come to Devizes, both for the above new developments and Devizes, both for the above new developments and empty properties in the town.empty properties in the town.

Support the re-siting of a large supermarket chain to Support the re-siting of a large supermarket chain to the Station Road site.the Station Road site.

Constantly monitor how the retail community is Constantly monitor how the retail community is faring in the town by checking levels of spend year-faring in the town by checking levels of spend year-on-year and by doing health checks against on-year and by doing health checks against competing towns.competing towns.

Recommendations Recommendations

6 months later – approached by KDC 6 months later – approached by KDC to secure funding from national and to secure funding from national and independent retailers to help fund the independent retailers to help fund the Town Centre Manager post. This was Town Centre Manager post. This was achieved by BRO and ex BARM achieved by BRO and ex BARM graduate who had joined the team and graduate who had joined the team and Devizes appointed their first TCMDevizes appointed their first TCM

Approached by Melksham to do the Approached by Melksham to do the same for them but reluctantly turned same for them but reluctantly turned down the work because they only down the work because they only offered £7,000 for the whole projectoffered £7,000 for the whole project

Follow on work Follow on work

Live Consultancy Projects (BARM and BAIHM)Live Consultancy Projects (BARM and BAIHM) Applied research/consultancy projectsApplied research/consultancy projects Business networking leads to placement Business networking leads to placement

opportunities/graduate employment/final year opportunities/graduate employment/final year consultancy projectsconsultancy projects

KTP schemes lead to graduate employment – KTP schemes lead to graduate employment – recruitment for 6 KTP schemes - SM provided recruitment for 6 KTP schemes - SM provided 4 home grown graduates 4 home grown graduates

Those finalists who have taken part in Those finalists who have taken part in Consultancy/applied research projects have Consultancy/applied research projects have done extremely well in their careers to datedone extremely well in their careers to date

Feedback from ex graduates/clients speaks for Feedback from ex graduates/clients speaks for itselfitself

How KT enhances How KT enhances employability of employability of graduatesgraduates

Dear Gillian,Dear Gillian,

I felt that I had to drop you a line to let you know that the latestI felt that I had to drop you a line to let you know that the latestConsultancy Project and Presentation, which I reviewed with a couple ofConsultancy Project and Presentation, which I reviewed with a couple ofcolleagues 2 weeks ago, was absolutely superb.colleagues 2 weeks ago, was absolutely superb.Full credit to the your students, who found it difficult to obtainFull credit to the your students, who found it difficult to obtaininformation from the Bournemouth team, through pressures in the store.information from the Bournemouth team, through pressures in the store.However, they showed great tenacity and commitment to pull together a firstHowever, they showed great tenacity and commitment to pull together a firstclass review which identified several issues which are in the pipeline.class review which identified several issues which are in the pipeline.To gain such an in depth knowledge of M&S in such a short space of time To gain such an in depth knowledge of M&S in such a short space of time

waswasalso remarkable.also remarkable.The presentation was professionally presented by a team of passionate and The presentation was professionally presented by a team of passionate and

enthusiastic enthusiastic students ,handling the questions at the end with ease.students ,handling the questions at the end with ease.Once again the team has been very well coached by David, with whom we Once again the team has been very well coached by David, with whom we

havehavea longstanding relationship.a longstanding relationship.Both David and yourself should take great pride in the way the students haveBoth David and yourself should take great pride in the way the students havemanaged themselves.managed themselves.

With Kind Regards,With Kind Regards,BillBillMARKS AND SPENCER PLCMARKS AND SPENCER PLCAttached Division 2 WestAttached Division 2 West

How KT enhances How KT enhances employability of employability of graduatesgraduates

Hi DavidHi DavidI thought it was important to say a few words about how important certain I thought it was important to say a few words about how important certain aspects of the BA (Hons) Retail Mgt course are to people once they have aspects of the BA (Hons) Retail Mgt course are to people once they have graduated and are out in the big wide world.graduated and are out in the big wide world.For me, the Consultancy Project was by far the best way of learning. For me, the Consultancy Project was by far the best way of learning. There really isn't anything more valuable than hands on experience and There really isn't anything more valuable than hands on experience and spending time in business. Although in the end, the work we actually spending time in business. Although in the end, the work we actually produced may not have broken any new boundaries in terms of new ideas produced may not have broken any new boundaries in terms of new ideas and actual solutions, I learned more about the true value of a successful team and actual solutions, I learned more about the true value of a successful team and what it takes to achieve it. Having been out in business for nearly four and what it takes to achieve it. Having been out in business for nearly four years, I've witnessed and experienced some bad managers who often fail to years, I've witnessed and experienced some bad managers who often fail to recognise and encourage the strengths of their own people. Again through recognise and encourage the strengths of their own people. Again through the Consultancy, the strengths and abilities of each person have to be used the Consultancy, the strengths and abilities of each person have to be used in the best possible way to make the project work - and this has now in the best possible way to make the project work - and this has now become a part of my own management ethos. I would hope most graduates become a part of my own management ethos. I would hope most graduates will recognise that the Consultancy was by far the most useful and engaging will recognise that the Consultancy was by far the most useful and engaging part of the degree. part of the degree.

All the Best & Kind RegardsAll the Best & Kind RegardsFactory Shopping Clarks International Factory Shopping Clarks International Robert ThomasRobert Thomas Senior Store PlannerSenior Store Planner

How KT enhances How KT enhances employability of employability of graduatesgraduates

Hi David,Hi David,I went for my first graduate interview yesterday with HSBC and was offered I went for my first graduate interview yesterday with HSBC and was offered a position with the bank the same day. They were very impressed by the a position with the bank the same day. They were very impressed by the Consultancy project we carried out for Greene King. The whole day’s Consultancy project we carried out for Greene King. The whole day’s interviewing was pretty intense and lasted nearly four hours without a break. interviewing was pretty intense and lasted nearly four hours without a break. A large part of the interview surrounded difficult scenarios and challenges A large part of the interview surrounded difficult scenarios and challenges that I had faced throughout the past few years. I have to say that I drew that I had faced throughout the past few years. I have to say that I drew upon my experiences within the Consultancy Project a great deal. The fact upon my experiences within the Consultancy Project a great deal. The fact that I had built relationships with those in business and the real life aspect to that I had built relationships with those in business and the real life aspect to the consultancy really gave me an edge over other applicants.the consultancy really gave me an edge over other applicants.Thanks for all your help. I always felt that the project would serve me well Thanks for all your help. I always felt that the project would serve me well but I am a little shocked to have gained employment in the role of and but I am a little shocked to have gained employment in the role of and industry I wanted to, just one day after my final university exams.industry I wanted to, just one day after my final university exams.Thanks again DavidThanks again David

Luke Luke    II

How KT enhances How KT enhances employability of employability of graduatesgraduates